Open access provides an alternative opportunity of publishing research articles besides the traditional subscription-based publication model. Facilitating higher visibility, accessibility, and dissemination, among others, open access addresses modern needs of our information and communication society. Though these factors are vital, there also do exist initial problems to become prevalent. Especially, costs like article publication charges seem to have an impact on the author's decision not to publish open access. In order to gain a deeper insight on incentives for open access publishing (as well as on barriers for not publishing open access), we developed a specific survey within the scope of our Trans-O-MIM project. Conducted at HEC2016, we primarily involved participants of the Annual General Assembly of the International Medical Informatics Association (IMIA). As main incentives and motivation for open access publishing had been identified: article indexing, impact factor, accessibility/availability, dissemination, and visibility.